The ad has been accused of body shaming women, and Protein World, the company behind the campaign, whipped up even more of a storm by being completely unapologetic online about the complaints. The campaign has now been banned, but the original featured a thin model posing in a bikini, asking women "are you beach body ready", and advertised a collection of protein products that were designed for slimming down.

The universal response has been that every body is beach body ready, and plus size model Ashley Graham has released her own response, along with Swimsuits for all to highlight that no one should be made to feel bad about their figure.

The Sports Illustrated cover star looks absolutely great too as she flaunts her curves in her swimsuit, asking "are you ready for this beach body?".

Apparently Protein World got what they wanted after the ad went up, and claimed to have made around £1 million since getting all the extra attention, but they now have to take the ad down as the UK's Advertising Standards Authority have ruled that it is inappropriate.